How important is it for an athlete to be successful in New York these days? If you look at the just released “Power 100” from Bloomberg Sports and Horrow Sports Ventures, the answer appears to be: not very.
The annual listing of the most powerful athletes in the U.S., on- and off-the-field, had a very diverse offering, with a top three of the Miami Heat’s LeBron James (No. 1), golfer Tiger Woods (No. 2) and Denver Broncos quarterback Peyton Manning (No. 3) leading the way.
The top athlete to call New York home? The Giants’ Eli Manning, who came in at No. 17, with the Yankees’ Derek Jeter at 28 and Robinson Cano at 35. The Knicks’ Carmelo Anthony made the list at 56 and another Yankee, Curtis Granderson, fell in at 59. Jets or Mets, Rangers or Devils? How about Deron Williams of the Nets? Nowhere on the list. The Red Bulls’ Thierry Henry did make the list at No. 85.
The Power 100 rankings are based 50 percent on “off-field” measurements, and 50 percent on “on-field” performance using a variety of industry statistics. CSE used proprietary analytic measurements to create a true comprehensive analysis of the athletes, exploring data that is both psychographic and endemic to the various sports. Along with athletic performance, the methodology took into account endorsements, social media, and fan touch points including trustworthiness, likability, and awareness.
“We created a unique 360-degree view of each athlete. This is powerful data that corporations and brands utilize when considering athletes for sponsorship opportunities,” commented CSE’s Vice President of Analytics, David Newman.
Social media also plays an increasing role in defining an athlete’s brand and marketability, giving a measurable boost to such athletes as James (No. 1), Kobe Bryant (No. 7), and Rory McIlroy (No. 14).
Unlike prior years, in which the NFL dominated the top quarter of the list, the 2013 Power 100 reveals a more homogenous balance between athletes participating in individual sports and team sports. Tennis players continued to show their marketplace mettle, led by Roger Federer (No. 5), Novak Djokovic (No. 6), and Serena Williams (No. 12, the top-ranked woman on the list). Gold medalists from the 2012 London Olympic Games also peppered the list, including top swimmer and seasoned pitchman Michael Phelps (No. 8), track and field sensation Usain Bolt (No. 15), and gymnastic favorite Gabby Douglas (No. 18).
So while the list is appealing to those who do business on Madison Avenue, it doesn’t appear that playing on Broadway, or Flushing for that matter, is really a prerequisite to business success.